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Analisis Tipe Perilaku Konsumen Berdasarkan Keterlibatan dan Persepsi Perbedaan Merek pada Produk Minyak Atsiri Aromaterapi di Kabupaten Karanganyar, Indonesia

Jurnal Ilmiah Membangun Desa dan Pertanian · Vol. 11 No. 2 (2026) · pp. 181–189

DOI
10.37149/jimdp.v11i2.2628
ISSN
2527-2748
Published
2026-06-24
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0/

Abstract

Aromatherapy essential oils are becoming increasingly popular among consumers, including those in Karanganyar Regency. However, previous studies have rarely integrated consumer involvement and perceived brand differences in explaining consumer buying behavior, particularly within the context of regional agribusiness. This study aims to analyze consumer buying behavior types based on consumer involvement and perceived brand differences in purchasing aromatherapy essential oil products in Karanganyar Regency. This research employed a descriptive-analytical method using a survey approach. The research location was selected using purposive sampling, and one hundred aromatherapy essential oil consumers were recruited through purposive sampling. Data were analyzed using the Personal Involvement Inventory (PII), one-way ANOVA, and Assael's consumer buying behavior typology model. The results indicate that consumer involvement is classified as high, reflecting strong attention and careful consideration during the purchasing process. Furthermore, the one-way ANOVA results (p < 0.05) reveal significant perceived differences among brands, indicating that consumers can distinguish brand attributes. Based on these findings, consumers' buying behavior tends toward complex buying behavior, which is characterized by high consumer involvement and perceived differences among brands. This study contributes to the agribusiness consumer behavior literature by demonstrating how consumer involvement and perceived brand differences are associated with purchasing behavior for aromatherapy essential oil products, while also providing practical implications for developing more targeted marketing strategies.

Keywords

Collaboration network of the authors

23 authors · 41 co-authorship links · 11 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • National Research and Innovation Agency
  • Universitas Gadjah Mada
  • Universitas Syiah Kuala
  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Agustono AgustonoAffiliation unknown3
Elin NurainiNational Research and Innovation Agency1
Sihana SihanaUniversitas Gadjah Mada1
Taufik TaufikNational Research and Innovation Agency1
Saefurrochman SaefurrochmanNational Research and Innovation Agency1
Rajendra Satriya UtamaUniversitas Gadjah Mada1
Salsabila Aprilia HudoyoAffiliation unknown1
Umi BarokahAffiliation unknown1
Muhammad HasbiUniversitas Syiah Kuala1
Prinob AksarUniversitas Halu Oleo1
Cita Ayu Setia NingsihAffiliation unknown1
Rhina Uchyani FajarningsihAffiliation unknown1
Nur Mei AzizahAffiliation unknown1
Isti KhomahAffiliation unknown1
Clarashinta KusumaAffiliation unknown1
Clarisa Candra UtamaAffiliation unknown1
Lory Br Ginting MuntheAffiliation unknown1
Minar FerichaniAffiliation unknown1
Muhamad AzharAffiliation unknown1
Fudji Sri Mar'atiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIMDP/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Analisis Tipe Perilaku Konsumen Berdasarkan Keterlibatan dan Persepsi Perbedaan Merek pada Produk Minyak Atsiri Aromaterapi di Kabupaten Karanganyar, Indonesia</dc:title>
	<dc:creator>Nurjanah, Ambarwati</dc:creator>
	<dc:creator>Darsono, Darsono</dc:creator>
	<dc:creator>Riptanti, Erlyna Wida</dc:creator>
	<dc:subject xml:lang="en-US">complex buying behavior</dc:subject>
	<dc:subject xml:lang="en-US">consumer involvement</dc:subject>
	<dc:subject xml:lang="en-US">perceived brand differences</dc:subject>
	<dc:description xml:lang="en-US">Aromatherapy essential oils are becoming increasingly popular among consumers, including those in Karanganyar Regency. However, previous studies have rarely integrated consumer involvement and perceived brand differences in explaining consumer buying behavior, particularly within the context of regional agribusiness. This study aims to analyze consumer buying behavior types based on consumer involvement and perceived brand differences in purchasing aromatherapy essential oil products in Karanganyar Regency. This research employed a descriptive-analytical method using a survey approach. The research location was selected using purposive sampling, and one hundred aromatherapy essential oil consumers were recruited through purposive sampling. Data were analyzed using the Personal Involvement Inventory (PII), one-way ANOVA, and Assael's consumer buying behavior typology model. The results indicate that consumer involvement is classified as high, reflecting strong attention and careful consideration during the purchasing process. Furthermore, the one-way ANOVA results (p &amp;lt; 0.05) reveal significant perceived differences among brands, indicating that consumers can distinguish brand attributes. Based on these findings, consumers' buying behavior tends toward complex buying behavior, which is characterized by high consumer involvement and perceived differences among brands. This study contributes to the agribusiness consumer behavior literature by demonstrating how consumer involvement and perceived brand differences are associated with purchasing behavior for aromatherapy essential oil products, while also providing practical implications for developing more targeted marketing strategies.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2026-06-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIMDP/article/view/2628</dc:identifier>
	<dc:identifier>10.37149/jimdp.v11i2.2628</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Ilmiah Membangun Desa dan Pertanian; Vol. 11 No. 2 (2026); 181 - 189</dc:source>
	<dc:source>2527-2748</dc:source>
	<dc:source>10.37149/jimdp.v11i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIMDP/article/view/2628/529</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2026 Ambarwati Nurjanah, Darsono, Erlyna Wida Riptanti</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0/</dc:rights>
</oai_dc:dc>